This is the first-ever passenger vehicle TVC developed locally for Ford Turkey. That’s why, we have conducted several researches to understand the needs and wants of Turkish consumers.

Turkey is a country of heavy drivers, average driving time is very high compared to other countries (weekly average is 9.4 hours). Yet they don’t compare since it is a personal space that seperates you from others.

They define their cars as a friend, 2nd home, psychologist, spouse, food and water.

Especially, for C segment drivers, having a car is an indicator of status and ego satisfaction. It is a way to show off their identity.

Bringing all these together we have positioned Ford Focus as “the wingman that understands his owner, complements and makes him stronger.”

And the main idea of the campaign is based on this local positioning.

The main idea of the film: The relationship between the man and the car has been re-established; the film is built on an analogy between the man and his car. The self-confident, strong man and his distinctively designed New Ford Focus.

A modern, simple yet stylish narrative following a man’s morning routine in a modern Ford Focus technologic house.

The story kicks off in a very relaxed manner, in a dimly lit room our hero wakes up. From that point on, we slowly explain how the house has the same characteristics as Focus. The alarm clock button is the start button of new Focus, the ceiling has retractable windows, coffee machine is inspired by Focus’ car engine, etc. Through the film, the camera follows the man in a very smooth, unstated manner. Along the way shows the several pieces of equipment that compose this house and brings Focus style alive.